Baglivo was recently quoted in Adweek saying she'd like to see "non-traditional, non-TV marketing ideas" go the way of the Dodo. Did she mean interactive marketing?

iMedia: In the January 3 issue of Adweek, you're featured prominently on the "Just Asking" page answering the question, "What advertising trend would you like to see die in 2005?" Your answer was, "The trend I would most like to see die is the frantic production of non-traditional, non-TV marketing ideas. In the quest to be smart, effective and media-agnostic, many marketers have become manic."

To my editorial eyes, it looked like you were being taken out of context. Were you? If so, care to clarify? Do you really think that TV is still the most important ad medium out there?

Baglivo: I strongly believe, as do all of my colleagues at Saatchi & Saatchi, in the power of ideas. In fact, several years ago, Saatchi removed the descriptor advertising agency from its name. We are an ideas company. Simply and powerfully put.

Ideas should be communicated in the most effective ways possible to reach intended consumers.

The point I was trying to make in the Adweek piece is that there is a dramatic focus among marketers today to try to think in a media neutral, ideas central way. At least, most marketers say that this is important. The trend I dislike, is the execution of communications in "non-traditional" media for the sake of doing so, without thoughtful strategic planning and target consideration. 

I mentioned in my words to Adweek (some that were ommitted) that I had recently seen an airplane-pulled ad at the beach. It was advertising special optical surgery. My point was that it was very likely to be off-target for the group of people afflicted with eye problems -- perhaps a case of a marketer wanting to "do something different."

Hope that helps. We love digital marketing!